Conditioning Your Prospects and Customers
When you have prospects and customers, it’s important to stay in touch as often as possible. Get them on your email lists, segmented according to where they are in the buying cycle so that you can target your messages accordingly.
* Tell Them What to Expect – When someone buys from you or signs up for one of your email lists, send a thank you note with an explanation of what to expect from you in the future. How often will they hear from you? What about? Make some promises and assurances to them.
* Do What You Say You’ll Do – It’s very important that you do whatever you said you’d do. For example if you say you will send them a newsletter every Friday, send them a newsletter every single Friday. If you skip days or switch the days, they may be confused. A lot of people actually forget they signed up for a list and when you don’t stay active they will report you for spamming them.
* Remind Them of What You Said – Periodically, within other messages, be sure to remind your prospects and customers about your previous promises and assurances. This will help them remember who you are, and what you said. It will build more trust.
* Let Them Know When You Follow Through – When you do something you said you would do, tell them. “I told you I would send you an update on my xyz product, as promised, here it is.” This again, reinforces the point that you stick to your word and can be trusted.
* Ask Them for Input and Opinions – Once in a while invite your prospects and customers to submit their ideas and input. If you have a new product idea, tell them about it. Ask them what they think. Ask them what they’d pay for such a product or service. Ask them if they would like to see something from you that you’ve not delivered.
* Tease Them about New Products – Never pass up an opportunity to give them some hints and small bits of information about a new product, service or event. As you hint about it, make them really want it by explaining what’s in it for them.
* Thank Them for Buying – When someone buys something from you (or answers any call to action), be sure to thank them. The thank you is always a nice thing to do, plus it gives you just that little bit more real estate to give them more information about you and your products and/or services.
* Follow Up Regularly – Even after someone has purchased, and you’ve thanked them, it’s not over. It costs a lot less to create a repeat buyer than to turn a lead into a buyer. Cultivate your relationship with buyers even more consistently than you do leads and prospects.
Using the pattern of telling them what you’re going to tell them, tell them, and then tell them what you told them will do wonders for all your marketing. Most people need to hear things multiple times before it sinks in. The more you stick to your word and the more value you can provide your audience, the more they’ll look forward to whatever you offer them.